{"id":1020,"date":"2026-09-14T16:17:43","date_gmt":"2026-09-14T14:17:43","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-en-us\/in-2022-we-bet-on-a-drink-for-a-generation-that-was-not-yet-fully-seen-in-the-data\/"},"modified":"2026-09-18T19:51:00","modified_gmt":"2026-09-18T17:51:00","slug":"in-2022-we-bet-on-a-drink-for-a-generation-that-was-not-yet-fully-seen-in-the-data","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/en\/uncategorized-en-us\/in-2022-we-bet-on-a-drink-for-a-generation-that-was-not-yet-fully-seen-in-the-data\/","title":{"rendered":"In 2022 we bet on a drink for a generation that was not yet fully seen in the data."},"content":{"rendered":"\n

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DLAB Branding Atelier <\/p>\n\n

Four years later, the data says that generation exists \u2014 and that it's going to weigh a lot more than it seemed then.<\/h2>\n\n

In 2022, from Amand\u00edn, a producer of plant-based drinks, an intuition came to DLAB that at the time was exactly that: an intuition, with no figures of its own to back it up yet. The reading was as follows: in a few years, a significant segment of people between 50 and 60 years of age were going to decide to live in a much more active way than that same age group twenty years earlier. And that change in habits was going to require products that did not yet exist.<\/p>\n\n

From that reading was born Resistant: a plant-based drink with vitamins C, K and B6, designed to sustain an active life \u2013 including skin and hair care, not just physical performance. At DLAB we work on the complete project: naming, brand identity, positioning and packaging. Resistant had everything it took to go to market, except for one thing: to go to market. The project remained in the internal phase. Not because of a lack of work, but because betting on a category that is not yet consolidated requires a leap that does not always coincide with the moment of a company.<\/p>\n\n

Four years later, in 2026, it is worth looking at what has happened to that intuition. And what the data say is that it was going in the right direction, although at the time there was no way to prove it with its own figures.<\/p>\n\n

The wellness economy reached $6.8 trillion globally in 2024, 7.9% more than the previous year, with a forecast of $9.8 trillion by 2029. The Global Wellness Institute's own report explicitly attributes this acceleration to \"an ageing population\" and \"a market focused on prevention and longevity\". It is not a niche category: it already surpasses the global sports sector and almost quadruples the pharmaceutical industry.<\/p>\n\n

The same institute identifies, in its active ageing trends for 2026, a fundamental change: the concept of \"anti-ageing\" is losing weight in the face of what they call \"functional longevity\" \u2013 strength, mobility and mental clarity over appearing young. The goal is no longer so much to live longer, but to live longer in conditions to live them actively and autonomously. It is, almost word for word, what Resistant proposed in 2022: a drink designed not to look young, but to sustain an active life.<\/p>\n\n

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In Spain, demographic change is already measurable. There are 19 million people over the age of 50 \u2013 40% of the population \u2013 a figure that will rise to about 22 million (45%) by 2030. And it is not just a matter of volume: this group already controls about 55% of spending in sectors such as health, tourism and technology, well above its demographic weight. In the United States, the Longevity Economy Outlook 2026 report puts the economic activity generated by those over 50 at $12.5 trillion per year, with spending on health and wellness technology growing by 62% since 2018.<\/p>\n\n

The nutricosmetics market \u2013 vitamins and supplements aimed at skin and hair, exactly the category in which Resistant was positioned with its vitamins C, K and B6 \u2013 will grow from $6.9 billion in 2021 to $13.77 billion in 2030, almost doubling, and industry reports point directly to population aging as one of its main drivers.<\/p>\n\n

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